Esther Lee
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Campbell's | Help Grow Your Soup

art direction, web design

Marshaling The Soup Wars

I was the senior art director on the Campbell's Soup Company Help Grow Your Soup 2010 campaign to restore landmark barns across America. Cognizant of the user demographic, I developed an overall look and feel to appeal to the intended audience.

Working with a CD, two junior ADs, a copywriter, the web development team and Flash programmers, I designed the layout, user interface and user experience and created assets for the entire site, including the Flash-based "Virtual Garden".

The Help Grow Your Soup website refresh remained active from 2010 through 4Q 2012, raising well over $250,000 towards supporting the National FFA and the preservation and restoration of five historic barns and surrounding farmland.

Home page | CTA & social media

Home page | CTA & social media

Voting page | Nomination and stats

Voting page | Nomination and stats

Drill-down barn project page

Drill-down barn project page

"Get Growing" page | Resources and tips

"Get Growing" page | Resources and tips

"Making Soup" | Commitment & CSR

"Making Soup" | Commitment & CSR

Mission statement

Mission statement

"Virtual Garden" | Interactive Flash activity

"Virtual Garden" | Interactive Flash activity

"Virtual Garden" | Main interface

"Virtual Garden" | Main interface

"Virtual Garden" | Help menu overlay

"Virtual Garden" | Help menu overlay